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Copy: 1. OBJECTIVEVeikkaaja is the biggest Sports Magazine in Finland. Every summer as football season starts, the sales dip. Veikkaaja needed to boost both football and sales.

2. INSIGHTFinland is not a Great Football nation ,but a Great Nation of Sports FansIt was time for the Football World Cup. But again, Finland was not playing in the Final Tournament and Finnish Fans were cheering for other nations as they would have been their own.

3. IDEAWe gave birth to an imaginary entrepreneur and his company that sold Finnish Football Fans who had no team of their own to cheer for.People volunteered as fans and were promised a chance to get to South Africa to cheer for their favourites.Later on Veikkaaja claimed its role as a proud sponsor of the company.

4. RESULTSMany thousand registered fans got a special deal and subscribed tothe magazine, resulting in sales increase against the usual trend.A Brand that had no previous connection to the football community,was now an active part of it.